Regional Premium (like new) Used Car Dealership Group
The client was a relatively new car dealership group with a core focus in the Northeast region and a few satellite locations. The group was promoting a unique positioning for the used car market, offering vehicles that were nearly new but had already depreciated in value, allowing consumers to avoid the depreciation hit. However, the dealership faced a dual-ended problem: it was new to the market with little brand recognition, and it was trying to command premium pricing for products that consumers typically expect to see discounts and sales on.
Expectation
The group sought to launch its brand successfully while simultaneously meeting or exceeding its vehicle sales goals in a highly competitive market.
Strategy
A full-funnel marketing strategy was deployed to establish the group's presence in the marketplace while driving consideration from those actively in-market for a vehicle. This approach allowed for both brand building and immediate lead generation, particularly targeting buyers in the later stages of their purchase journey.
KPIs
Lead generation
Vehicle sales performance
Challenges
The satellite locations struggled to compete with the main dealership, eventually leading to closures.
The used vehicle market was in a state of flux due to the aftermath of COVID-19. Supply constraints, inflated vehicle values, and high-interest rates combined to create a challenging environment for consumer sales.
Solution
The marketing strategy incorporated Pulse Full Funnel Marketing, balancing brand awareness efforts with lower-funnel tactics optimized to drive leads. Key components included:
Search Strategy: A robust and finely tuned search strategy with optimized trade areas and a balance of brand and non-brand campaigns to maximize reach and relevance.
Retargeting Campaigns: To capture those who had shown prior interest and lead them further down the funnel.
Lead Driving Machine: The lower funnel was optimized to drive qualified leads by targeting high-intent audiences and offering the right messaging at the right time.
Results
The campaign delivered over 7+ months of exceeding sales goals to such an extent that the dealership was overwhelmed with leads. In fact, marketing efforts had to be scaled back temporarily to allow the dealership to properly staff and service the volume of customers they were receiving. Despite the challenges in the marketplace, the strategy was a success, demonstrating the power of a well-executed full-funnel marketing approach.
Cost per vehicle sold was down 30+% and has maintained over the last 6 months.
This case study shows how a strategic combination of brand-building and lead-driving tactics can overcome market challenges and deliver exceptional results.